Study program:

Academic level and semester:

Bachelor, 6^th/7^th semester

ECTS credits/workload per semester:

3 / 75

Contact hours per week/contact hours per semester:

2 / 25

Type/Teaching method:

Frequency:

Lecturer:

Content:

This module is designed as an advanced course in marketing research (but not in statistics). The students will learn about marketing research from a supplier’s and buyer’s point of view. In their later career, they may not be the generator of market research - but they will most certainly be a user of market research results. This course will provide the students with the requisite knowledge and skills to either conduct their own market research (primary research) or to competently evaluate the research results of others (secondary research). A very important learning objective is critical thinking, application of the suitable method and communication of the findings to a selected audience.

This module is designed as an applied class with own data collection (project-based learning). The students will work together with a project partner that gives the students the opportunity to apply their knowledge of carrying out their own primary research or using secondary research. An important feature is integrated learning in the group with coaching by the teachers.

Textbooks:

Malhotra, N. K. (2019). Marketing research: An applied orientation, 7th ed., Pearson Education Limited, available as e-book in the library.• Döring, N.; Bortz, J. (2022): Forschungsmethoden und Evaluation in den Sozial- und Humanwissenschaften, 6. Aufl.

Restrictions:

Assessment: